Think Outside the Press Release

"Nobody in the media pays attention to us." That might be your assessment of how difficult it is to get any news coverage of your company or organization.

Time to think outside the press release. If you haven't already, consider some unconventional ways to generate media interest. Here are three ideas:

1. If you haven't had much traction in the general press, make sure you go after the trade publications that cover your industry. Sometimes all it takes is to get quoted in one journal and other media will follow.
   
2. If you've only gone after print reporters, see if a talkshow producer might be interested in having someone from your firm on the air. If it's for radio, you can probably conduct the interview over the phone.
   
3. If you have kept your production facility closed to cameras in the past, invite your local TV crews to tour the plant, or most of it. The opportunity may inspire a reporter to tag along and interview your CEO.
   

It all goes back to thinking like an editor or a reporter and trying to help them do their job. Any other ideas?